FMCGs (Fast-Moving Consumer Goods) industry is characterized by the goods are high consumer demand, purchased frequently, low cost such as milk, soft drinks, vegetables, and baked goods. Customers also have a high turnover when they're on the shelf at the store. So, there is a lot of promotion in the market. If a brand wants to please customers and make a difference. Must be able to build a customer base that is loyal to the brand.


Frequency challenges found in the FMCG industry

Gap between brand and customer

Sell through retailer that brand don’t have directly channel to connect customer.

Rely on third data party

Since for brand don’t have channel to connect customer, cannot collect customer data and get insight of customer behavior by yourself to create campaigns that suit for their customer.

Differentiate from competitors

The difference between competitors in the FMCG industry is very low, as they have similar products, prices, and sale channels. Therefore, consumers can turn to other brands.


To meet a difference and win in FMCG industry, the marketers must have 3 necessaries of enterprise loyalty tool.

1.     Merchant tool: Build customer engagement through partners

Even though there are currently more products sold through e-commerce platforms, consumer behavior in this industry still is chosen to buy through platforms that offer many products from a single store or channel. In order to encourage purchases or create an engine, distributors like mom-and-pop shops, merchants, etc. act as the intermediaries between businesses and their customers. They also act as channels that bring businesses and their customers closer together, such as redeeming rewards through a merchant.

2.    Data collection: Collect first party data by own customer

Even selling the product though distributor, Brand can collect customer data by asking them to upload receipt or earn unique code on product for the reward (point or lucky draw campaign).

3.     Mission campaign: Create distinct marketing campaigns from your competitors. 

Promotion and marketing campaigns can be different from competitors. They can be a stimulus for repeat purchases or increased engagement. The mission campaign can target each group of customers and encourage them to achieve goals, which can be both spending and purchase frequency, including inviting friends. In addition, the reward of a mission affects all consumers.


Build new customer base and maintain old ones

Create long term relationship between brands and customers

Build customer satisfaction and brand loyalty

Boost sales and increase effiency

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